Jmoraes®

Branding process to construction company.

Jmoraes®

The brand positioning made for the company J Moraes was quite different from what we are used to working. During the briefing process, the business owners presented in the following sentence: - We want a brand with a strong typography and easy to read, and also, we want an animal symbol that represents the organization that our company provides. The Jmoraes actually is a company engaged in engineering and construction sectors, but specifically works with organization of construction sites and specialize in foundation engineering. When we began our study, we defined typography of the brand would be the Helvetica®, but we were doing research to understand what animal would fit easier in brand positioning.

In our research we chose the wolf as an animal to use as a symbol of the brand, they are organized in course packs to maintain stability and help in the hunt. Wolves are also capable of such a complex organization that whenever a prisoner is shot down, you let the older and newer feeding, that is, create a behavioral pattern of hierarchy and organization for their survival corresponding to the Jmoraes ideas.